Vitamin Shoppe unveils its first new franchise location; 12 more to open this year

The Vitamin Shoppe is looking to expand its store fleet with local partners in new markets across the United States.

In a key milestone in its fledgling franchise program, the specialty vitamin and nutritional products retailer has opened its first-ever new franchise location, in Valparaiso, Ind. (An existing Vitamin Shoppe location, in Greensboro, N.C., was converted into a franchise unit in January 2022.)

To date, Vitamin Shoppe has signed 58 franchise territories to 15 franchise partners, with 12 or more stores planned to open in 2023, in addition to Valparaiso. The company announced the franchising program — the first in its 46-year history — in May 2021.

Vitamin Shoppe’s next new franchise store is scheduled to open later this spring, at the Tempe Marketplace shopping center in Tempe, Ariz.    Another location, in New Braunfels, Tex., later this year. Additional store leases in signed franchise territories will be announced in the coming months.

"The Vitamin Shoppe is thrilled to officially open our first new franchise location in Valparaiso with our exceptional partners, Rochelle and Rick Cantrell,” said Laura Coffey, CFO of The Vitamin Shoppe. “This store is the first of many to open in the coming months and years, as franchising becomes a significant retail growth engine for The Vitamin Shoppe, building upon our industry-leading position in the flourishing health and wellness space."

Vitamin Shoppe’s franchising program was launched as part of the company’s new growth strategy under the watch of CEO Sharon Leite. She also expanded distribution to new channels and increased development of private brands. 

Leite abruptly left her post at the start of 2023,  She announced her resignation on her LinkedIn page on January 4, writing “I turned my badge in today at The Vitamin Shoppe.” Leite gave no reason for her resignation, but wrote she was “excited about where I am headed next.”

Based in Secaucus, N.J., the Vitamin Shoppe has more than 700 company-operated retail stores under The Vitamin Shoppe and Super Supplements banners.

Founded in 1977, The Vitamin Shoppe offers the largest assortment of vitamin, supplement, and sports nutrition products at retail in the U.S., including national brands and an expanding portfolio of proprietary brands.